For our Facebook Ad Targeting, we focused on three specific groups of people to ensure that the correct ads were being seen by the correct audiences. For visual reference, please refer to this Digital Advertising Funnel.

Cold Audience - These people targeted in the Cold Audience were people who had potentially never heard of Bonboni or shopped on the online store. The purpose of this audience was to introduce new shoppers to the Bonboni brand without trying to sell them anything. 

Warm Audience - These are people who have visited the Bonboni website or engaged in some kind of interaction on social media.  Since they were already familiar with the brand, we decided it was time to offer a special discount in these ads that would entice the Warm Audience to complete their purchase.

Hot Audience - Finally, the hot audience includes people who have added items to their cart at some point in time, but did not complete the transaction. Here we offer the Hot Audience a deal they can’t pass up! During the Holiday season, this audience saw ads offering 20% off for Black Friday to give these customers further incentive to complete their purchase.  Since (unlike the Cold Audience) the Hot Audience was already familiar with the Bonboni brand, it was appropriate to offer a discount.

During the November - December holiday retail season, ad spend was boosted on the hot audience targeting to put the ads in front of people aware of the Bonboni brand that may be looking for local holiday gifts.  Since the hot audience also consisted predominantly of return clients or clients who abandoned carts, boosting ad spend to these specific people yielded an extremely high 9x return on ad spend.